Latest / Unshakeable with Human Design - A Human Design For Business Podcast / 351: From 'So Inspiring' to Actually Converting: How to Turn Your Expertise into Client-Attracting Content

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351: From 'So Inspiring' to Actually Converting: How to Turn Your Expertise into Client-Attracting Content · Unshakeable with Human Design - A Human Design For Business Podcast

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Nicole Laino: Welcome to Unshakeable with Human Design, the show dedicated
0:05
to helping entrepreneurs use human design to shift from hustle to
0:09
flow without sacrificing results.
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Come here to become an unshakeable human and build an unshakeable business
0:15
according to your human design.
0:17
I'm your host, Nicole Laino.
0:22
Hello, and welcome to Unshakeable with Human Design, everybody.
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I'm your host, Nicole Lano, and I am so happy to be here with you as always.
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And I want to talk, this is going to be a very business focused episode,
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and I want to start out though, with a little call to my transformational
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coaches, service providers, those spiritual entrepreneurs that I know.
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You're most likely one of them if you're listening to this show.
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And I hope this show is just a living, breathing kind of
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representation of this message.
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But I want to say it really, really directly.
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This is our time.
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What we're in right now.
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It's your time.
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Whether you are a healer, someone who does energetic work of some kind.
1:10
If you are a creative, and maybe you've felt like a square peg being fit into
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a round hole before, and maybe that's caused you to shrink back a little
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bit, or maybe that has caused you to not feel like you are worthy of
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getting paid for the work that you do.
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And mind you, that subconscious belief will hold you back from
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actually being able to get paid, so you need to work on that for sure.
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That needs to be taken care of first.
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This is our time.
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The time for the purely strategic and where our type
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of work was not valued is over.
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I know you're feeling the shift already.
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I know that you're seeing that the people who subscribed very, very
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loyally to the more strategic and linear paths in life, they're seeing
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things fall apart in their life.
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They're seeing things not go well.
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They are seeing things and experiencing things that are rocking their world.
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And you might not be as touched by this stuff because of all the
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work that you do, and who you are, and what you represent here.
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So these people, these linear people, they need your help.
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So it's your time, and this is kind of just my message that I want to
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start this off with, it's your time to step up and say, Here's what I do.
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Here's how I help you.
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Here's how you know I can help you.
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Your work is needed.
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You have beautiful, beautiful work.
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I know you do.
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And it deserves to be heard.
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It deserves to be seen.
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It deserves to be paid for that energetic exchange.
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Let this be an invitation to you to start opening that door bigger.
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Of what you will allow yourself to be seen as.
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But here's the thing.
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There's one thing about being really great at what you do, which I know that you are.
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I know that if you're listening to this.
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You're really great at what you do, but you're probably putting things out
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online, maybe feeling like maybe people don't need or want what you sell because
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you get those, oh, I'm so, you're so inspiring and people are always so
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interested in telling you things and love that when you talk about what you do.
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But they're not buying.
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They're not putting their money down and saying, Oh, and now I
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want you to help me with this.
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I need that.
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That is not an indication that what you do is not valuable, but it is an
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indication that you are not communicating the value of what you do correctly,
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or as effectively as you could.
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Now, I want to talk in this episode about content and about, we're going to go into
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creating conversion content, content that actually builds demand for your offers.
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We're going to talk about human design and how, and that factor of how that
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can amplify your results, shift your brand and shift your content into
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something that really starts to attract your ideal buyers and gets people
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seeing you as the person to help them.
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The only one.
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Okay?
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So if that sounds good to you, that's where we're going to go in this episode.
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Before we start, We are officially signing up people, registering people for
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our Authority Accelerator Masterclass.
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This is the five day masterclass that I have put on.
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Maybe you've come to it before.
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We haven't done it since 2024.
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This is our first one of 2025.
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So this is your chance to get in on it.
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We won't do it again for another several months.
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So please come.
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This is a free five day masterclass where I am showing you how to build
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your business and become an authority according to your human design.
4:43
We go through something that I call the authority matrix, where I take you
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through my particular cocktail of human design elements that help position
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you as an authority, but then also the business building elements of all of
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this that make all of it work for you.
4:57
So that you aren't just inspiring, you're not just magnetic from
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a personality perspective.
5:03
But you actually, not only can you get people to pay you, But you can
5:07
really deliver for those people when they hire you, so you get to be in
5:11
total integrity with what you do.
5:13
And when you do that, you start showing up differently and the results change.
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So I'm going to give you my whole framework for how I do that.
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We have changed this workshop.
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It's definitely different than it was last year.
5:23
We have refreshed it and revived it.
5:25
So if you have come before, please come again because I guarantee
5:29
you, you will get something different out of this new format.
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And I hope you love it.
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So, if you want to register for that, all you have to do is go to Instagram
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and DM me the word Masterclass and I will register you right there in
5:40
the DMs, or I won't, but my bot will.
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Or you could go to Nicolino.
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com forward slash Masterclass and you can register right there on our website.
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Okay.
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Now, let's dive into this episode, shall we?
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First, I want to say that, you know, when we talk about branding, we talk
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about content, we talk about human design, I actually see them all as
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really being almost, not quite one thing, but really, really entwined
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where it's hard to pull them apart.
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So I tend to speak about personal brand.
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Personal branding is sort of made content.
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They're synonymous to me.
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Brand is who you are.
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And then content is how you tell people about who you are and what you do.
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You can't separate them.
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You can't just have content.
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If you don't have a brand, then your content's going to be very thin.
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Then it's not really going to deliver the message that you want.
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And so many people focus on writing content.
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They're buying all of these templates and all of these like content frameworks
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and taking, you know, Buying reels, memberships, and all of that, but they
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don't really have a brand behind it.
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And those programs, the Instagram growth programs and all of these
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things where they take you through, you know, a quick module on branding.
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They often don't go deep enough, not for the audience that I speak to,
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not for the transformational coaches, not for the spiritual entrepreneurs.
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Because we have a different type of job, don't we?
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We deliver something different, we have to speak about it kind of differently,
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and we have to approach that differently.
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And most Spiritual entrepreneurs, I find, they become their certifications,
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they become their skills, and then they focus on, like, what they're calling
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themselves to put in, like, the bio on their Instagram page, agonizing over
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whether they should be called a success coach or a life coach or do they call
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themselves a conscious parenting guide?
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And all of that is well and good, I'm not Badmouthing any of it, but
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it's not even close to being the most important part of what you put out
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online and your brand and your content.
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They, again, that could be an email.
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It could be on social media.
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It could be in a podcast content is how you deliver it.
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It's the message that you put out there.
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The brand is the other piece of who you are and.
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The special sauce that is you, what makes you different,
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that's what becomes a message.
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And without a message, when you're just writing content and there's
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no message, then that's what lands you in that zone where people are
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telling you how inspiring you are.
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They tell you how inspiring you are and how they love it for you,
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but they're not actually buying.
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Right?
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So when you start writing content, you don't really have a message.
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I always say that a lot of entrepreneurs end up in this
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space with two types of content.
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Right, they have the You Go Girl content, and that's the inspiring content.
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That's the stuff where it's like you driving in a car, in a reel, and there's
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like a, you know, a snappy, you know, like You Go Girl kind of caption, or
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like something that's saying like, you know, Oh, you can do it, fine.
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And then there's how to content, and that's you teaching people
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and talking about what you do.
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And what that usually results in is very little engagement, so people
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aren't really responding to it.
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You get comments like you're so inspiring and love this and or just emojis.
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And what that results in is low and inconsistent sales, right?
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So what happens when you have those things?
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Usually those entrepreneurs that are getting those type of results
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also end up hating social media.
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And then that results in them being inconsistent on social media.
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You end up getting this really yucky relationship with social media, with
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putting content out there, which if you're not putting content out there, if you're
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not marketing, let's just say that if you're not marketing yourself, then it's
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going to be difficult to make sales.
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And if it's difficult to make sales.
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And sales aren't coming in on a regular basis, which they should.
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They should be coming in on a regular basis.
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If they're not doing that, then you start to feel unsuccessful.
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Then your energy starts to get pulled down.
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And then you're battling yourself.
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And that's really hard.
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So do you see how even just having one thing, like content writing and where that
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comes from, has such a knock on effect on all the other things in your business?
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How you show up, how often you show up, and then you have this consistency
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problem, and then what you think is, I need to be more consistent.
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So then they go out and they're like, I'm going to do a 30 day reels challenge, I'm
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going to do this, I'm going to do this.
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But they're not solving the problem that comes with this.
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The problem, if you're inconsistent, the root cause of that problem
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is that you don't have a message.
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A message that's built to sell.
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So this is the two things that are missing here from this very
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typical sort of pattern that I see with spiritual entrepreneurs
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is they're missing two things.
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They're missing conversion content, which is content that's
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building demand for their offers.
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And that means their offers are structured a certain way and
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they are messaging those offers.
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Like everything that you put out is somehow making people
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want what you have more.
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That's what it does.
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That's what all of your content should be doing on some level.
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It should either be drawing people very close to you and making them see how
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you're special and something about you.
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Or it should do both.
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Ideally, they're doing both, but I'll split this up, or it should
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be driving demand directly for your offer or your lead magnets, which
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should have a direct connection to your offers so that the people that
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you're pulling in are qualified buyers for what it is that you're offering.
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This is how we start to have consistent sales.
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This is how I know if I'm putting.
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Good content out on Instagram or on this podcast that my audience is primed to buy.
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Now, I have several things I have, and I understand that this comes
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with the spiritual space as well.
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I have a number of offers that I put out there because I have different
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types of people in my audience.
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I have some people who are just starting out.
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So we have offers for those people who are maybe not ready for my signature program.
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Right.
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But I've structured that in a way that all of the content that I share, it
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is all for the same type of person.
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It's just where you at part of the journey are you at, is where you fit in.
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And they get to choose.
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All my content is doing that job.
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The second piece that is missing is them.
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It's usually them that's missing.
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There's no special sauce.
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There's nothing that is telling people, drawing people in to
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say, you're the one for me.
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Now when we put these two things together, conversion content and the special sauce,
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which I come at it, the special sauce I get to through the human design work.
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Human design gives you this beautiful capability to see yourself differently.
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And lift up into your gifts and see, oh, maybe I wasn't unsuccessful at
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this thing because I suck, but because that's not how my energy works.
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Oh, what if I made this slight shift and I started to focus over here instead?
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And then we start to see movement.
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We start to see change with subtle tweaks, with changes to the way you
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show up, and who you show up as.
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And then creating that conversion content that's building demand for your offers.
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This is how we start to see real change.
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This is how we start to see sales come on a regular basis.
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Where there is a consistent flow of people into your offers.
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Okay?
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So, let's talk about the first one.
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I want to talk, I want to break this down here.
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And I want to talk about what conversion content is.
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So, conversion content.
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Is content that's calling out how your method helps people in its simplest form.
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We have to tell people how we help.
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And that's honestly, usually what a lot of entrepreneurs are missing.
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They'll tell people what they do, but they won't tell them why they should care.
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You do have to let them know what's in it for them, especially because some
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of you are going to be calling out to some people who are just starting to get
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comfortable in the world that you serve.
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I know some entrepreneurs, some spiritual folk, get a little upset because it
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feels like, oh, well, they're not here yet, or, oh, I know it's coming.
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They're not here yet.
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There aren't the buyers yet.
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Yes, there are.
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There absolutely are.
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And guess what?
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You get to be a pioneer of this new world and you get to claim that space.
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You are a leader, maybe, in waiting.
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Okay?
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So, you need to start telling people what problems your work helps them with.
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And I know that that sounds really basic and you know, you've probably
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heard it before, but like I always say, okay, you've heard it.
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Are you doing it?
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Because I don't care what you've heard.
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I care what you're doing.
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And you're either not actioning it because you don't know how, or you're avoiding
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it because it makes you uncomfortable.
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Whichever one it is, you have to deal with it so that you
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can actually fix the problem.
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That's what I work with people on.
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I have so many people that are like, yeah, I know I need to talk about
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the problem, or I need to talk about the solution, or I need to talk about
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the results that I get for people.
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But it's just like, my work doesn't work like that.
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I get all these different results for people.
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And it's like, okay.
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Talk about all of them, share the stories, and then that
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can kick up other resistance.
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So as entrepreneurs, we need to work through this.
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I know that there can sometimes be a little bit of inferiority complex with
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spiritual entrepreneurs because we don't have the hooks like other people have.
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We don't have the, this is how my client made a million dollars in three days
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after using my simple two step formula.
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Or this is how my client got a million views on her latest reel.
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This is how my client went viral.
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Those are very snappy, like, high value hooks of real deep desires
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that people have, and You know, if that's the results that people are
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getting, then they're using them.
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And I get it.
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It can feel, especially when somebody who's teaching you only
16:18
teaches you how to use hooks like this is how I had a 700, 000 month.
16:23
When you don't have that result, that hook feels way less exciting
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when you go to use it and say, this is how my client feels better now.
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You do have to come at it where you're giving the ultimate result for people.
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You're actually sharing what you've done for people and really digging into that.
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And that's what we help you do.
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Content doesn't have to be dry.
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It doesn't have to be those kind of hooks necessarily.
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You don't have to deliver money.
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You don't have to deliver that type of transformation.
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But you do have to know the type of transformation that you do offer.
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And your content doesn't have to be overly structured.
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But it does have to show the results that you get for people and how you get them.
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And a problem that I see is that a lot of transformational entrepreneurs
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is the problem is that they don't know how they get results for people.
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And they don't know what the results are that they get for people.
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They just know that they're good at what they do.
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And this is why human design is so important, because when you coach
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people by human design or when you understand your human design,
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we find your way to make this.
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Conversion content piece yours, like if you're a two line, you're going to have
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a very difficult time, maybe applying some of these hard line formulas.
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You might not be able to as easily shift over into that than necessarily
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than like me, someone who's a five one.
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So I have to work with you in a different way to get you to the same
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results that people are getting, and we just have to approach it differently.
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So give yourself grace if it hasn't worked before, it's just because
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you haven't found your way with it.
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Now let's talk about the human design part.
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Let's talk about the, your special sauce part of your message, because
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you'll probably see there are a lot of people online where, I mean,
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I could take the content and just slap it on somebody else's page and
18:16
you wouldn't know the difference.
18:18
Right?
18:18
Because it's so similar.
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It's, and everybody's writing with AI now.
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So with AI writing everything, it really is starting to sound like
18:29
everybody else has the same message as everyone else in their field.
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We don't want that.
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And there's something about the way that we put out content and messaging that
18:39
doesn't really feel authentic to us.
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We won't attract the people that we're meant to attract
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with just the right words.
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It has to be the right energy.
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So, the first step is, you know, what makes you special?
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What makes you different than any other life coach?
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Or Reiki healer?
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Or sound healer?
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Or breathwork facilitator?
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Because if you're just talking about the same things that everybody else
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is, then it comes down to price, right?
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Then it comes down to who people are drawn to or what's the best value that
19:16
they could get for the thing that you do.
19:18
So you have to be able to differentiate yourself and position
19:22
yourself as an expert and the only choice for that particular person.
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Your chart, your human design chart, has been calling to you.
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I find that with everybody.
19:31
You speak it already.
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It's already part of who you are, and it's why you're here doing what you do.
19:39
It's how you got here on some level, either through you trying to work through
19:44
some of its shadows, And now this is your journey, and now you're here and you're
19:48
figuring out, how do I sell that journey?
19:50
How do I sell that work?
19:53
Or it is just something that feels like it needs to break out of you.
19:59
But a lot of times what happens is we've listened to the bros too long
20:02
and we've lost ourselves and lost our confidence in those content frameworks
20:07
and the soulless sales language, right?
20:11
So, what we have to do is we have to connect the chart with your message.
20:17
And let me give you kind of an example, I think that this helps.
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So I have a client, Christine comes to mind.
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Christine is a regenerative rancher.
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She is, Christine, if you're listening, hello.
20:30
She consults.
20:31
She has a group program that teaches other homesteaders and ranchers who want to
20:35
transition to sustainable farming, right?
20:38
She has this beautiful program.
20:39
She has an amazing Instagram.
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It's Regen Ranch.
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Look up Regen Ranch and you'll find her on Instagram.
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She has wonderful videos.
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And she just launched her podcast called The Thriving Land Steward.
20:50
And we've been working on her brand and her business for a year now.
20:54
And what I just described about her, that she's a regenerative rancher,
21:00
she consults, has a group program for homesteaders and ranchers who
21:05
want to transition to sustainable farming, that's what she does.
21:09
It's not who she is.
21:11
So it's not everything.
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So when you're sitting there with just like what I do, that content starts
21:17
to come out really dry, really just starting to feel And I'll never say
21:22
soulless because Christine is the furthest thing from soulless, but it
21:26
just doesn't come out as really being connected, where you're feeling her and
21:31
you're getting her level of expertise.
21:34
So when we worked on her brand and we started to work her human design into it.
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One of the things that we looked at, she's a vessel of love, and
21:42
that is her incarnation cross.
21:44
And understanding that, and really being able to work with the energy
21:48
of her cross, and we've done tons of contemplation around this, she's
21:51
done a lot of deconditioning, she has really, really committed herself
21:56
to the work in such a beautiful way.
21:59
It gave her permission to show up and put her love of nature front and center.
22:06
So now that both positions her as somebody who's maybe different than somebody
22:11
who's just teaching farmers how to farm, ranchers how to take care of their ranch,
22:17
how to take care of their livestock, how to get the most out of their land.
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She's coming at it from this beautifully heart centered place.
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So we put that right in front in her brand and gave her permission to
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let that out and let people see it.
22:35
And then we dove into her cosmic niche and we've got, we've done
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so much work around her brand.
22:39
There's so much more to this, but I want to keep this concise.
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We dove into her cosmic niche, and that told her that the people she
22:48
serves and how she serves them, it gave her that understanding of who
22:52
that specific niche within a niche is.
22:56
Cause it's ranchers, we knew that already.
22:58
She didn't need a, you know, she had the demographics.
23:03
She had the details.
23:04
She had everything that a traditional content writing program would give
23:09
her in figuring out who her niche was.
23:11
But how do you, how does she speak to that niche in a way that she knows what
23:18
they need to hear and what she needs to say in order to get that message through?
23:23
What's the message for them?
23:25
And for her, it was really about the outdated ways of farming.
23:32
Which we're forcing nature that causes harm to the earth, but it
23:36
also causes harm to their profits.
23:39
This is a very specific aspect of her niche.
23:43
And every gate has such nuance and every aspect of the chart can
23:46
be looked at a number of ways.
23:49
So she and I through our coaching calls and through she had one on ones.
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She's part of the program that has one on ones with me.
23:56
Through the one on ones and through the coaching calls, our hot seat
23:59
calls, and the telegram that we have, I was able to show her all of the
24:04
different ways of these gates operating.
24:07
She has her south noting gate 5.
24:10
And when I was talking to her about that, I was like, well, there's something
24:13
about gate 5 that Understands that more is happening underneath us or underneath
24:20
everything, even when we can't see progress being made, it is, there's
24:24
great patience in it, there's respect for the flow of nature, and she was like,
24:31
Oh, my God, that's, that's everything.
24:34
And like, Okay, well, how can you speak to the people who maybe don't understand
24:37
that maybe they've been fighting that?
24:39
Maybe they've been trying to force progress, and this is how through a
24:42
conversation we can start to get to some real nuanced messaging around
24:48
something that felt like maybe she had a message already, but how
24:51
do we make it feel more like her?
24:53
And she speaks with such passion when she talks about this stuff.
24:58
She's been asked to speak on countless stages since she's joined this program.
25:01
She's keynoting and speaking on panels all the time, and she goes and she
25:06
gets emotional about this stuff, but it comes from such an authentic place.
25:10
And people love her for it.
25:12
And that's what happens when we bring ourselves into the brand.
25:16
You know, years ago they used to say, like, you have to have
25:18
authenticity in your brand.
25:20
And you still do.
25:20
That's not something that has gone away.
25:23
But I think what authenticity means has started to really deepen
25:27
over the last couple of years.
25:30
That just being authentic.
25:31
It used to be, just show me what you were eating for breakfast.
25:33
And now we're like, I don't care what you're eating for breakfast.
25:37
I care who you really are.
25:39
And now we're not just thinking about, are the words that they're
25:43
saying making sense to me?
25:45
That's not how buyers are buying anymore.
25:48
Buyers are now energetically feeling out the people that they
25:53
are thinking from, of buying from.
25:55
They are feeling if you are in integrity.
25:58
They are feeling if that feels real from you.
26:03
I know that what I deliver on this show, people tell me all the time that the
26:07
most common thing that people say to me is that, you know, the way that I
26:10
explain human design makes so much sense.
26:13
It's clear, it's concise, the way that I explain it, it like, for some
26:17
reason it suddenly clicks for them.
26:18
And I love that.
26:20
But I think that they also get that I'm pretty authentic
26:22
with the way that I show up.
26:24
That this is kind of what I'm meant to do.
26:25
That the way that I communicate is authentic.
26:28
I'm not manufacturing this.
26:31
I'm also not manufacturing my expertise.
26:34
Part of my magic is the way that I break things down.
26:37
And the way that I break things down is part of my special sauce.
26:42
My 64, I provide clarity.
26:44
I give clarity.
26:46
But in order for me to give clarity, I have to have clarity.
26:48
So that's what I represent.
26:51
So I make it my job here.
26:53
To convey that clarity, to be an example of it, and to share what
27:01
I have gained clarity on, which is human design, which is something
27:04
that confuses a lot of people.
27:07
They know it holds value for them, but they're like, how?
27:10
How do I understand this?
27:11
How do I understand any more?
27:12
More people are being called to this work.
27:15
So, I've had success because people have said, I know I have to work with you.
27:21
And that's not just because of what I do, it's because that's magnetism.
27:24
And And I'm not magnetic where I'm like, you know, in miniskirts
27:28
getting off of private jets.
27:30
That's not my magnetic.
27:32
I'm just talking.
27:34
But I'm speaking from my heart, from my experience.
27:37
And people see something truthful.
27:40
And they see something of value for them from me.
27:43
That's what selling is about.
27:45
So I hope you found this useful.
27:46
I hope this gave you some insight into how you can go from so inspiring
27:51
to actually converting clients with the content that you put out.
27:55
How a message is so important and I hope it inspired you to come to the
27:58
Authority Accelerator Masterclass.
28:00
Come with us.
28:01
Hang out.
28:02
We'll be doing this for five days.
28:03
Replays are always available.
28:05
Of course, to register, you can register totally for free.
28:08
All you have to do is DM me on Instagram, masterclass.
28:11
I'm at Nicole Lano official.
28:13
Just DM me that word.
28:14
We'll register you right there in the DMs, or you could go to nicolelano.
28:18
com forward slash masterclass, and we will register you right there on the website.
28:22
So thank you so much for being here.
28:24
I appreciate you.
28:26
And remember, in order to have an unshakable business, you must
28:29
first become an unshakable human.
28:32
So thanks for letting us help you become unshakable with human design, everyone.
28:35
We will see you next time.
28:37
If you love this episode and you're a fan of the show, please show
28:39
us the love on iTunes, Spotify, or wherever you're listening to
28:42
the show and leave us a review.
28:43
And if you'd like to connect with other entrepreneurs on their human
28:46
design journey, join our free Facebook community, Human Design for Entrepreneurs.
28:51
Go to nicolelaino.
28:52
me forward slash podcast links to join the group, book a human
28:56
design reading with me, or access our free human design resources.
29:00
We'll see you there.